Cotton Wool/Buds/Pads in the Czech Republic

TRENDS

Trends that influenced sales of cotton wool/buds/pads over the review period also shaped the category in 2014. Firstly, price is a crucial factor for Czechs when making purchasing decisions within cotton wool/buds/pads; nevertheless, a low price must not be at the expense of quality. In other words, Czech consumers demand quality cotton wool/buds/pads products, but are not willing to pay a premium for them. As a result, most consumers purchase quality, branded cotton wool/buds/pads products at special price offers/discounts. This is connected to low brand-loyalty within cotton wool/buds/pads, as consumers are willing to replace brands with products of comparable quality when one of them is cheaper or discounted.

COMPETITIVE LANDSCAPE

Hartmann-Rico remained the clear leader of cotton wool/buds/pads in 2014, accounting for a 28% value share. The company offers a wide range of cotton wool/buds/pads products and its brand Bel is well known and well established amongst Czech consumers. In addition, the company benefits from its strong distribution network within the country.

PROSPECTS

Cotton wool/buds/pads is expected to see a better performance over the forecast period compared to the review period, as consumers are expected to be more willing to spend money thanks to the better economic situation and rising disposable incomes. Nevertheless, this improvement will be only minimal, as cotton wool/buds/pads started to show signs of saturation at the end of the review period and thus demand is expected to remain weak over the forecast period. It is expected that cotton wool/buds/pads will see a moderate growth of 2% in volume terms and an increase of 3% in constant 2014 value terms over the forecast period.

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